How to roll out an effective DRS operation in the UK from SBF GB&I

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DRS deposit return scheme plastic bottle recycling (2)

With three years to go until the Deposit Return Scheme (DRS) is introduced, what are the key factors for ensuring a successful roll out across the nation?

The firm behind Ribena and Lucozade, Suntory Beverage & Food Great Britain & Ireland (SBF GB&I), has shared DRS opportunities and lessons for UK retailers and shoppers following a study of implementation in Ireland.

The ‘Deposit Return Schemes: What’s in Store for the UK?’, builds on the company’s original report launched in 2022, including further research to understand the actual, real response to the introduction of the DRS in Ireland.

Since Ireland launched the scheme in February, the country has seen “incredibly positive”, with over half a billion containers returned.

Keith Allen, commercial sustainability director at SBF GB&I explained that there is a great opportunity to learn from the implementation of DRS in Ireland and that the company is committed to ensuring a successful roll out in the UK: “We know people will experience that initial moment of surprise at having to pay more upfront, and then return the container in good condition to reclaim their deposit, but it’s promising to see shoppers adapt and form new routines. We are on hand to support retailers on this journey, by sharing these lessons and opportunities that will help them prepare effectively.”

The new research reinforces the three-stage mental shift model, ‘Surprise, Review and Reset’, that SBF GB&I outlined in its original report.

Education is key

In its original research, SBF GB&I found that it takes just seven weeks for most shoppers (88%) to rethink their relationship with plastic bottles and to appreciate their value after living with the scheme.

An initial adaptation period is to be expected as consumers get used to the scheme, but SBF GB&I’s research found many consumers move from this period of ‘surprise’ to one of ‘reset’ within a few months.

This can be accelerated by showing the benefits for communities and how consumers can play their part. Overall understanding of the logistics of the scheme has increased, with ‘social proofing’ helping to recruit non-engagers as they see fellow shoppers using reverse vending machines in store.

Consumers with the strongest understanding of the environmental benefits of the DRS tended to adapt the fastest and the most engaged consumers were those who had already noticed less litter in their local area, SBF GB&I explained.

Learning from what works

The research showed there are still some barriers to participation, including those who have difficulty storing drinks containers on the go before returning to a store, or don’t visit supermarkets as often, but that these barriers are reducing.

For ‘first timers’, often younger people, once they realise how easy it is to return their containers and how many return points are available, it becomes easier to adapt. Families are using DRS to educate children on the positive environmental impact of proper recycling and using RVM vouchers to incentivise engagement, giving it to them to spend as pocket money.

SBF GB&I’s research displayed that retailers can benefit from the scheme if they invest and build the consumer journey around their return vending machines (RVMs). Irish retailers reported that the DRS is helping to build shopper loyalty and is rewarding those that make the experience better for consumers.

With redemptions of vouchers often taking place immediately in the store that containers are returned, the retailers that have benefitted most are those who have worked to overcome any initial challenges. Taking quick action when maintaining, cleaning and emptying RVMs, or by making simple additions like hangers for bags and bins to empty out liquids, is making the journey better and creating more loyal shoppers.

It is important that the scheme is as easy for consumers as possible and that removing unnecessary complexity or confusion will lead to better return rates and outcomes, said SBF GB&I.